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AI bra fitting platform Brarista links with Boobydoo to tackle barriers for girls in sport

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October 16, 2025

With nearly half of UK schoolgirls saying their breasts negatively affect their participation in sport and exercise, and more than half having never worn a sports bra during physical activity, Brarista and Boobydoo are on the case.

Those numbers from the University of Portsmouth’s Research Group in Breast Health have given the artificial intelligence (AI)-powered bra fitting platform and the British activewear brand the ammunition to do something about it.

Together, they aim to “address this critical barrier to women’s health, bringing professional-level fitting expertise to the next generation of breast health shoppers”.

So by “merging advanced AI technology with expert fitting knowledge”, Brarista claims to solve the issue of incorrect bra sizing, “which affects up to 90% of consumers”.

The platform says it delivers 24/7 personalised fitting guidance, product recommendations, and bra education, and its founder Bella Trang Ngo added: “We’re witnessing a generation of girls dropping out of sport at twice the rate of boys by age 14, and breast-related discomfort is a significant factor that’s been overlooked for too long.

“Our technology empowers brands like Boobydoo to ensure every woman finds the right fit, removing barriers to physical activity and helping more women experience the benefits of sport.”

Further research by the university also reveals that 46% of UK schoolgirls aged 11-18 experience breast-related barriers to sport participation, rising to 63% for larger-breasted girls. Meanwhile, 17% of adult women cite the breast issue as a barrier to physical activity, with ‘I can’t find the right sports bra’ ranking as the most influential breast-related obstacle.

The research also shows breasts can move up to 19cm during high-impact activity, yet 75% of women have never had a professional sports bra fitting.

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Rareism strengthens India footprint with fourth store in Hyderabad

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December 19, 2025

Contemporary women’s fashion brand Rareism has strengthened its brick-and-mortar footprint in India with the launch of its fourth store in Hyderabad in the southern city’s Gateway Mall, opening on December 20.

A view of Rareism’s new Hyderabad address – Rareism

 
“Hyderabad represents a high-growth market with exceptional consumer demand, making it the ideal next step in Rareism’s South India expansion,” said Rareism’s chief brand officer Abhishek Srivastava in a press release. “The incredible welcome we’ve received from Hyderabad’s fashion community made Gateway Mall the natural choice for our next outlet, its premium footfall and affluent catchment put us right where our loyal customers shop. This expansion signifies our unwavering commitment to deepening roots across South India and capturing this region’s immense potential.”
 
The store will cater to Hyderabad’s urban professionals and has a minimalist, bright aesthetic. Designed to create a calm, uncluttered environment which highlights each garment on display, the store measures 1,852 square feet and opens with Rareism’s spring/ summer 2026 collection.

Along with its day-to-night selection for women, the store also features a curated ‘Rare Ones’ section, catering to boys aged four to 14 years old. The House of Rare’s menswear label Rare Rabbit is already present inside the mall as this new launch seeks to reinforce the business’ multi-brand ecosystem.
 
The House of Rare now counts 46 stores across India. The business’ Rareism label launched in Bengaluru in 2019 and recently reported crossing Rs 200 crore in revenue.

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LFW unveils busy season with Joseph return, final Paul Costelloe colleciton

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December 19, 2025

London Fashion Week has unveiled a busy calendar for its next runway season in February that includes the return of UK fashion label Joseph and the final collection from the late Paul Costelloe.

A Simone Rocha look on the runway at a previous London Fashion Week – ©Launchmetrics/spotlight

 
Scheduled to run from Thursday, February 19 to Monday, February 23, the five-day event will feature some 46 runway shows, and a further 15 presentations, according to the official calendar release on Friday by the British Fashion Council. Along with 19 purely digital displays on the final day by fledgling designers. The season will present the fall/winter 2025/26 collections.
 
The house of Paul Costelloe will open the season at noon on Thursday with a posthumous show by the late great Irish designer, known for being the personal designer of Princess Diana. Costelloe passed away aged 80 in November.

While Burberry, by far the UK’s leading luxury label, will climax the season on Monday with an evening show by its designer Daniel Lee.
 
As noted, Joseph will return to London after a seven-year hiatus. When recently appointed creative director Mario Arena will show his second collection for the label. In another comeback, Julien Macdonald will return to the runways after a half-decade absence.
 
The week will include many of London’s heavy hitter advanced designers including Erdem, Simone Rocha, Richard Quinn, and Harris Reed.
 
However, several highly respected female designers are missing from the calendar, such as Roksanda and Molly Goddard. While what was previously the hottest runway show in London, J.W. Anderson, will be absent, as the Northern Irish designer pivots the marque into a lifestyle brand while he focuses on his main job in Paris, creative director of Dior.
 
Though the greatest lure of LFW is often the discovery of fresh, fashion forward talent, graduates of great UK fashion colleges such as Central Saint Martins, London College of Fashion, or Loughborough University. Hence, hundreds of buyers and editors will flock in their hundreds to joint graduate shows or multi-designer catwalks like Fashion East, still to most observers the greatest incubator in fashion anywhere.
 

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Bershka plans opening at Lakeside next summer

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December 19, 2025

The UK continues to be a key destination for Inditex to open super-sized or large-ish stores across its brand portfolio and the newest will be Bershka next summer.

Bershka

It’s opening a 12,500 sq ft store at the Lakeside Shopping Centre in Essex in mid-2026.

And as at other malls, Inditex has chosen it as the home for a whole basket of the brands it owns. Bershka will be joining Zara, Stradivarius and Pull&Bear at the location that’s the premier shopping centre in Essex.

Lakeside is currently in the middle of a multi-million-pound investment programme as it aims to hold on to and maybe beat its score as number six in the CACI Shopping Centre Rankings. Attracting key brands such as this is key to that strategy.

The mall already has a very strong mix of fashion names including Mango, H&M, M&S, Primark, AllSaints, Calvin Klein, Flannels and many more.

The Bershka news comes after other strong leasing deals secured by Lakeside in 2025 – such as Reiss, Charles Tyrwhitt and Next.

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